SCENARIO 9-7 A Major Home Improvement Store Conducted Its Biggest Brand Recognition

question 18

Short Answer

SCENARIO 9-7
A major home improvement store conducted its biggest brand recognition campaign in the company's history.A series of new television advertisements featuring well-known entertainers and sports figures were launched.A key metric for the success of television advertisements is the proportion of viewers who "like the ads a lot".A study of 1,189 adults who viewed the ads reported that 230 indicated that they "like the ads a lot." The percentage of a typical television advertisement receiving the "like the ads a lot" score is believed to be 22%.Company officials wanted to know if there is evidence that the series of television advertisements are less successful than the typical ad at a 0.01 level of significance.
-Referring to Scenario 9-7,state the alternative hypothesis for this study.

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Definitions:

Holistic

An approach that emphasizes the importance of the whole and the interdependence of its parts, often used in management and problem-solving to consider all factors.

Aesthetic

Pertains to the nature of beauty, art, and taste and the creation and appreciation of beauty.

Kano Model

A theory for product development and customer satisfaction developed by Noriaki Kano, which classifies customer preferences into five categories: Must-Be, One-Dimensional, Attractive, Indifferent, and Reverse.

Excitement Factors

Elements or features of a product or service designed to stimulate interest, enthusiasm, or excitement among consumers.